Sozialwahl 2017

The Idea

In 2017, over 50 million health insurance and pension holders will be able to cast their votes by post in the election known as the Sozialwahl, and elect their representatives on the self-administration bodies of pension and health insurance companies. The problem is, very few of the general public know anything about this, the third-largest election in Germany, which takes place only every six years. That is why a creative, intelligent, multi-channel campaign was needed to ensure good voter turnout.

Our approach was to use the most familiar element of the Sozialwahl, the red ballot envelope. Using the letter symbol in the logo, and the ‘origami’ styling, we developed target-group-specific poster, print and online visuals as well as a television commercial to draw attention to the Sozialwahl and cast a positive light on the basic principle of participating. We also used a radio commercial as a call to action at the height of the campaign.